In 2008, a group of film geeks calling themselves The Impossible Project saved the last Polaroid factory from the scrapheap. 10 years later, they acquired the Polaroid brand, which still enjoyed high awareness despite having been dis-connected from its namesake product for years. But this brand equity was fading fast due to an erratic portfolio of products with incoherent messaging. Our challenge was to reconnect Polaroid with its iconic heritage and products through the creation of a new, digital-first Polaroid.

In the 70s, the notion that you could see a photo within minutes of shooting it felt like magic. Even though Polaroid’s technology had been technically surpassed by digital cameras, it still had a sense of wonder – of magic – in the present day. It was a different type of magic, one based less on technology, and more on tactility; the magic of, in this increasingly digital age, simply holding a real photo in your hand.
The brand meme we developed for Polaroid? Real Life Magic.

We built distinct product identities based on Polaroid’s iconic rainbow colours and relaunched Polaroid to the world with a new brand. We created everything from an new ecommerce platform to physical products and accessories. We created apps, environmental applications, and global campaigns.